Access and Control of Technology is in the Hands of the Masses

Jonathan Cherki, CEO, ContentSquare

In the current UX landscape, access to and control of technology is in the hands of the masses. Every member of a digital team now has the opportunity to access data and that means that in turn, data analysis has now become a collaborative role that can be shared among team members. What was once a job that could only be handled by a seasoned data analyst, is now perfectly capable of being done by a marketing coordinator or an assistant designer. With this shift comes the need for a different type of solution that has the ability to adapt to various team members’ needs and ultimately, learn their behaviors as if they were a colleague themselves.

Rising Demands and Growing Frustrations

Teams are constantly searching for the latest and greatest solution in a sea of endless technology platforms. People are less patient and forgiving when processes don’t work exactly how they envision and you better believe that your competitor will always be breathing down your neck trying to get one step ahead. In the UX analytics sphere, we’ve uncovered the necessity of having a solution that simultaneously eliminates time and increases revenue for our clients. It’s no longer enough to simply provide data, but instead, one must also provide insights into the data and suggestions on where processes and customer journeys can be improved.

Experiences are Out of the Hands of Brands

An interesting trend we have found is that many brands do not understand why their user is having a positive or negative experience on their site. This is shocking in itself because it would undoubtedly benefit a brand to know why a user is staying, bouncing, converting or leaving—enabling them to create the most ideal scenario and ultimately, increase revenue and drive KPIs. Luckily, as a result of the advanced UX analytic solutions that are now readily available, these brands will never again have to be in the dark regarding their users’ thoughts and behaviors.

Out with the Old, In with the New?

At ContentSquare, we’ve found that many of our clients struggle to find the perfect balance of intimacy and advanced technological capabilities. Everyone wants the best of the best, but we shy away from what we don’t know and what doesn’t know us. If a team has used a certain solution for a number of years and they are familiar with it, then they will want to continue using it. To get them to jump ship, your UX analytics platform must be simple enough that they feel comfortable getting used to it, but have enough new benefits that they’re willing to leave their traditional solution behind. For us at ContentSquare, our UX Performance Center together with its collaboration capabilities, which provides actionable, real-time data insights, is that particular facet that enables new teams to experience success and make the move to utilize the platform’s many benefits.

At ContentSquare, we’ve found that many of our clients struggle to find the perfect balance of intimacy and advanced technological capabilities.

Behavior Analytics: Key to Unlocking the Mystery

In 2017, it is essential for CIOs to be aware of what users are experiencing on their site. The tools are out there to do so, and therefore, there’s no reason to be in the dark about what makes a potential customer convert or not convert on your site. With UX analytics solutions, CIOs now have the ability to track customer interactions, analyze, and cross-reference behaviors to find out exactly who the person on their site is and, finally, determine what their intention is while there. For example, CIOs now have the opportunity to see what made a user have an unfavorable experience, such as a site error or a poor journey, and then fix it so that they can experience a favorable one.

The Issue with Big Data Overload

Another major issue for digital teams is that they have access to too much data that they’re not able to make sense of. Given ContentSquare’s ability to decipher data, a team member with no prior experience in technology can have access to data that is visualized, easy to understand and actionable. In addition, with the development of artificial intelligence, the guesswork is taken out of the equation because every member of a team is given the tools to be an expert at whatever job they do. This comes as a result of the fact that they can now measure their own work, ultimately, empowering them by equipping them with the tools to be amazing at what they do in their professional endeavors.

Democratizing Access to Data

The real revolution will begin when everyone on a team can measure the impact and ROI of their actions by using artificial intelligence that is able to compute and analyze billions of mouse and touch movements. This is what is truly crucial for CIOs to take note of and to take steps to implement a technology in your organization that does just that. By being cognizant of this trend, our team will be able to achieve monumental success in their online campaigns and in turn, see increased KPIs and revenue.

AI for Productivity will Increase Your Revenue

The final takeaway is that if you utilize an AI-powered UX analytics solution, you will see an uptick in your team’s productivity and an increase in your revenue. At ContentSquare, our goal is to ensure that CIOs and their teams are given the best data insights tailored to them, as well as real-time, actionable suggestions on how to improve customer journeys and overall UX on their sites. The technology is out there, now it’s just up to CIOs to find the right one that fits their organization’s needs and will best improve their overall KPIs.

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Retail Tech Insights